American Marketer

Food and beverage

Moët inspires women to reach potential via social nominations

December 1, 2016

Promotional image for Moët's Limitless Potential contest Promotional image for Moët's Limitless Potential contest


LVMH-owned Champagne maker Moët & Chandon is empowering one woman to achieve her goals for 2017 and make a difference in the world.

In partnership with Marie Claire “Young Women’s Honors,” a televised ceremony that celebrates the accomplishments of young ladies, the beverage brand is hosting a social contest with a prize of $5,000. While many social contests ask consumers to share affection for a brand via user-generated content, this effort from Moët centers on promoting social good.

Female empowerment
2016 marks the first annual edition of the Young Women’s Honors. The event, which will be broadcast on the CW on Dec. 19 with actress Gina Rodriguez as host, will celebrate 10 women who have made achievements in areas such as philanthropy, technology, science, education and environmentalism.

Gina Rodriguez

Gina Rodriguez presenting at the show

Recipients this year include Olympic gold medallist Simone Biles, sexual assault activist Amanda Nguyen and Fereshteh Forough, who founded Code to Inspire in her native Afghanistan to empower women and girls.

“Marie Claire has a rich history of spotlighting women making a difference around the globe and I am constantly amazed by this new generation making change happen,” said Anne Fulenwider, editor in chief of Marie Claire, in a statement. “Marie Claire Young Women’s Honors will highlight these brilliant young women, and we hope to empower future generations to come.”

Moët’s contest builds off the idea of big dreamers, asking women to nominate themselves or a female friend who has lofty goals in the comment section of its related posts on Instagram or Facebook with the hashtags #MoetMyPotential and #contest. Those residing in one of the 50 U.S. states who are 21 years of age or older are eligible.

After the contest closes on Dec. 6, one winner will receive a $5,000 grant to help her make her ambitions a reality.

The Champagne house has been making an appeal for millennials with social campaigns and energetic marketing efforts.

Moët & Chandon’s uncorked a new platform with a millennial focus to reinforce that any occasion can call for bubbly.

“The Now” builds off the Champagne brand’s previous initiatives centered on #MoetMoments, an effort with a similar theme that encourages consumers to live in the moment. Champagne brands often market themselves as being suitable for all occasions by taking a “thrill of living” approach in communications (see story).